Michael Colling-Tuck

Most healthcare companies treat marketing as a support function for sales. But when HCP access has collapsed from 80% to 24%, that structure actively costs you deals. Here's what to do instead.

Most healthcare companies treat sales and marketing as separate problems. After twenty years in healthcare commercial roles, I've come to believe this fragmentation is the problem. What's needed is a unified approach: the 3 E's Framework.

Most healthcare companies create one clinical pitch and leave their sales reps to translate it for finance, operations, procurement, and the C-suite. It's guesswork. And the variance between what one rep says versus another is killing deals.I've watched this pattern for 20 years: a rep wins the clinical champion and thinks they've done the hard work. Wrong. That's just the starting gate. The real challenge is stakeholder management—adapting your message so finance understands ROI.